He’Brew beer arrives in the Promised Land

Not that you ever doubted Texas was God’s country, but here’s more proof: Shmaltz Brewing Co., makers of He’Brew, “The Chosen Beer,” has arrived.

He’Brew just went on sale in the Austin area, but founder Jeremy Cowan says fans in Houston and Dallas can expect the distinctively packaged brews in May or June.

Cowan, who was in Houston on Thursday before heading to Austin for a debut party on Saturday during South By Southwest, said he has gotten more emails from Texas requesting Shmaltz beers than from any other state. Then he thanked the plaintiffs who persuaded a federal judge in December to strike down a long-derided Texas Alcoholic Beverage Commission provision that beer be marked “beer” or “ale” based on its alcohol content.

Otherwise, he said, it would not have been feasible to bring He’Brew to the Lone Star state, since each bottle label is marked “The Chosen Beer.”

“They handed us the best Hanukkah present this year, getting that law changed,” Cowan said. ” … It was more or less impossible to redesign our packaging.”

Shmaltz Brewing was founded in 1996 and has its beer made on contract, with Cowan splitting his time between San Francisco and Brooklyn. Production last year reached almost 9,000 barrels. Last year, the company also launched its Coney Island Craft Lagers line, made with what it claims to be the world’s smallest production brewery. Cowan said he purchased a used 7-barrel brewing system last year, but he hasn’t yet decided where to put it.

Cowan has high hopes for Shmaltz’s chances in Texas. The company arrives with four He’Brew and two Coney Island beers. (See photo gallery above for specifics.)

Cowan said the brewery was founded originally to develop his concept of a Jewish celebration beer, but it makes ample use of “shtick” in its advertisements. He said he hasn’t gotten any negative blowback from its unorthodox ads and slogans. (One example: “Christ, that’s good beer! — God.”) Rather, he said, he gets positive “blow forward.”

Regardless, Cowan says, Shmaltz beers are for more than just bar mitzvahs. Anyone who likes Mel Brooks movies or Beastie Boys music will likely appreciate the He’Brew attitude as well.

But Shmaltz offers more than novelty. The brewery boasts that it took 11 gold and silver medals at the World Beer Championships last year. And longtime Beer, TX reader Craig Stichtenoth was quick to point out on the Beer, TX Facebook page that “Messiah Brown Ale and Genesis Ale are very solid beers from this brewing company.”